Writing Prompt: Whom will you market to? Online? Offline? Businesses?
One of the great benefits of taking the branding course last year was an exercise we did to identify our ideal customer. We got down to
the minute details.
- What is her name?
- How old is she?
- Where does she work?
- Does she like her job?
- How much does she earn?
- How much free cash does she have?
- Does she drive?
- Does she value handmade products?
- Is she a Crafter? Homeschooler? Mom? Married? Single?
The conclusion of this exercise for me and for many in the class was that the ideal customer was “ourselves”. Some did cater to groups who were in an income class higher than they were and others catered to those in a lower income class.
The point of the exercise is to know your customer so well that you know where she is hanging out online, know how she views life, family, finances, and discretionary spending. More than likely your ideal customer is a friend or family member or those who know your friends and family.
Although it is necessary to identify your specific customer it is also necessary to identify your target market in general.
Does the current economy support what you are selling?
Some questions to ask in a sample business plan might be:
- What is the size of your target market?
- What is your share of the market? locally? online?
- What is the current demand for what you are selling?
- Does the market expect growth or decline in the upcoming years?
- What is the growth potential of your particular business?
What is one trait you absolutely know about your ideal customer?
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